The second-generation owners of Ivanhoe, a Swedish brand of outdoor and golf apparel, have started to transfer responsibilities and ownership to the third generation of the Göthager family. Anna and Anders Göthager became the majority shareholders of Ivanhoe Support AB, a new entity that will deal with marketing, sales and design for Ivanhoe. Meanwhile, the three sons of the founders, Goran, Ulf and Lars-Erik, remain in charge of production. Ivanhoe is most widely known for its wool sweaters but it has been diversifying in the last years. The company reached a turnover of about 34 million Swedish kroner (€3.9m-$5.2m) last year, with sales in Sweden as well as Germany, Norway, Finland, Denmark and the U.S.